Mescal is a unique adult beverage I occasionally enjoy. Mescal is in the same beverage family as tequila, but it is made with different types of agave plants; tequila is made only with blue agave plants from the state of Jalisco, Mexico. The tradename of my favorite Mescal is Sombra, Spanish for “Shadow.” It was advertised as the smokiest tasting premium Mescal available on the planet. When I have friends try it, they say, “Wow, this is seriously smokey.” It got me thinking about the promises we imply to those we serve and the visions that must dance in our customers’ heads.

Ritz-Carlton Hotels promise a “warm, relaxed, yet refined ambiance.” You will hear associates say, “my pleasure,” never “no problem” when thanked. You will see lobby flowers that look like they came from the jungle, not the local florist. You are more likely to hear Mozart or Chopin playing the background, never Keith Urban or Carrie Underwood. The soap in your guest room smells as first-class as the sheets feel. Everyone is treated like a “lady or gentleman.” The rooms are appointed with a sense of elegance without being gawdy or ostentatious. Their promise is not just directly kept; it is indirectly kept.

When a promise is treated by all as a sacred oath, it engenders trust, not just pleasure.
Sacredly kept promises signal respect and commitment; and, they produce deep loyalty. Make your customer promises as genuine, accurate, and solid as Sombra is smoky.